C羅作為品牌：談名人形象塑造與名人品牌化

Abstract

本論文以葡萄牙足球選手C羅(Cristiano Ronaldo)為例，探究名人形象塑造與名人品牌化。而若由Rojek(2001)與Smart(2005)對於名人、運動明星的分析來看，C羅無疑是一位由媒體與大眾共同在社會結構空缺中建構成形的國際名人，這部分從C羅效力於曼聯時（2003至2009年）的蛻變便可證明。 時至C羅為皇馬披袍（2009至2018年），C羅的傲人足球實力、葡萄牙國「足」英雄身分、同志男神地位與高度商業化發展已全面透過媒體、廣告代言和大眾的作用達到Lury(2004)定義的抽象名人品牌化階段。 至於C羅與貝克漢等其他男性國際名人間的最大鑑別，是C羅完整而多元的實體名人品牌CR7（包括CR7 Crunch Fitness、CR7 Footwear、CR7 Underwear和Cristiano Ronaldo Fragrance等等）與其抽象名人品牌化現象互相呼應且吻合。尤其，C羅在其故鄉馬德拉自治區上所打造的同名旅館(Pestana CR7 Hotel)與同名博物館(CR7 Museum)更是抽象與實體名人品牌化最強而有力的展演與整合。 本研究結合文獻資料法、感官分析、質性訪談法與田野觀察法，依序解構媒體對C羅的影響、C羅在廣告代言作品與CR7品牌商品中的感官意象，以及Pestana CR7 Hotel與CR7 Museum對於C羅在國際名人地位的鞏固。This Master’s thesis takes Cristiano Ronaldo as example, exploring the formation of a celebrity and celebrity branding. From the perspectives of the analysis of Rojek (2001) and Smart (2005) toward celebrities and sports stars, Cristiano Ronaldo is an international celebrity, who is constructed by the media and the public filling a social void. The result can be validated by the transformation through which Cristiano Ronaldo dedicated himself to Manchester United (2003-2009). During the period (2009-2018) when Cristiano Ronaldo played for Real Madrid, his astonishing football skills, Portugal national hero identity, gay icon identity and his high-commodified development have reached the status of abstract celebrity branding, defined by Lury (2004), through the mass media and commercial endorsement. It is Cristiano Ronaldo’s well-rounded and multiple concrete celebrity branding that makes him different from David Beckham and other male international celebrities. His celebrity branding, CR7, including CR7 Crunch Fitness, CR7 Footwear, CR7 Underwear and Cristiano Ronaldo Fragrance etc., corresponds his abstract celebrity branding. What’s more, Cristiano Ronaldo’s self-titled hotel, Pestana CR7 Hotel, and his self-titled museum, CR7 Museum, are the most powerful performativity and intergration of his concrete and abstract celebrity brandings. Combining documentary analysis, sensory analysis, qualitative interviews and field research, this Master’s thesis deconstructs the media influence on Cristiano Ronaldo, the sensational images of his endorsement works and CR7 products, and the consolidation of his international celebrity status through Pestana CR7 Hotel and CR7 Museum.